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No 17
Vol. 17 No. 9
2021
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The mental image of target places is the most important factor that helps tourists determine their tourism destination, the lack of which may result in limited visits by tourists. Thus, paying attention to the formation of tourism brand is of great importance. Among different cities of Kerman Province, Kerman city is impoverished in terms of infrastructure, facilities, and tourism services. Therefore, this study aimed to investigate the influential factors (environmental, social, and economic) in the formation of the tourism brand in rural areas of Kerman city. The required data were collected through document analysis and questionnaires. To this end, the main and complementary factors were set within the framework of two questionnaires concerning the host community (52 persons) and a paired comparison with experts (24 persons). Fuzzy and MABAC hierarchical models were also used to weigh the main factors and rank the villages. The study found that the environmental factor had the highest weight with a coefficient of 0.676, and economic and social factors had the lowest weight with a coefficient of 0.213 and 0.111, respectively, indicating that enough attention has no been paid to economic and social factors in the field of tourism branding. This study's findings could help resolve the major weaknesses found in the city and reinforce its strengths concerning the tourism brand.
Aliakbar Anabestani - Marziyeh Pourjopari - Ali Khodadadi
Keywords : Tourism brand# Rural Tourism# FAHP Model# MABAC Mode# Kerman City ،
The role of internal marketing in employee satisfaction has been empirically investigated in more than 200 researches so far. However, few studies have addressed the role of employees in cultural backgrounds. Taking this literature gap into consideration, this descriptive survey study sought to survey the moderating effect of cultural homogeneity on the relationship between internal marketing and employee satisfaction in the workplace. The study's statistical population comprised the Iranian, Iraqi, Turkish, and Kurdish tourism employees, out of which 338 staff were selected via the available sampling method. The required data were collected through library research and questionnaires. Confirmatory factor analysis and structural equation modeling were used to analyze the collected data. The results of the study indicated that there was a positive correlation between internal marketing and employee satisfaction (0.53). Moreover, the study's practical and theoretical findings confirmed that cultural homogeneity could further enhance internal marketing and employee satisfaction (0.678).
Fakhrodin Maroofi -
Keywords : Internal Marketing#Job Satisfaction#Cultural Homogeneity#Tourism ،
Religious tourism plays an important role in Iranian cultural and economic sustainability. Due to the special nature of the Iranian political establishment, this type of tourism provides many potentials for tourism development in different parts of Iran. Making the best use of these capacities requires recognition of the barriers and challenges lying ahead of the development of religious tourism. Therefore, this study set out to identify the challenges facing religious tourism, using thematic analysis (TA) and interpretive structural modeling (ISM). Moreover, the relationship model between the influential factors involved in this regard was extracted at three levels via the thematic network. Finally, MICMAC analysis was conducted to measure the influence power and dependence of the factors. The required data were collected through library research and administering a questionnaire on 15 experts familiar with the subject matter who were selected through purposive sampling, out of whom 11 experts completed the questionnaire. The findings of the study indicated that variables such as lack of attention to the chain of providing religious tourism services, lack of programming, policymaking, and monitoring the religious tourism process, and not allocating budget and financial supports for religious tourism development in Iran played essential and key roles in the non-development of this type of tourism. These variables were placed at the third level of the model that affect the second level variables. It was also found that the variables such as inefficient management of religious tourism facilities and services, inefficient management of religious attractions and events, and improper management of religious tourism marketing were dependent variables that were placed at the first level of the model.
Hamid Zargham Boroojeni - marjan abdi - Seyed Mojtaba Mahmoudzadeh - hossein aslipour
Keywords : Tourism, Tourism development# Religious development#Systematic approach#Interpretive structural modeling (ISM)
Motivation is considered as the main driving force in tourists’ behavior and an important basis for their decision making. This study sought to examine the ecotourists’ motivations for their travels and the impact of motivations (intrinsic motivation, extrinsic motivation, and amotivation) on their intention to revisit the destination according to the self-determined psychological theory. To this end, a questionnaire was administered on 163 visitors of the Soleiman-Tangeh region during the first week of August 2015 who were selected via convenience sampling. The collected data were analyzed using descriptive statistical methods, mean and one-sample t-test. To examine the relationship between variables, Pearson correlation coefficient and stepwise multiple regression analysis were utilized.The findings of the study showed that from among the three forms of ecotourists’ motivation, i.e., intrinsic motivation, extrinsic motivation, amotivation, it was merely the intrinsic motivation that had a significant and positive relationship with the possibility of revisiting the Soleiman-Tangeh region, indicating that an increase in the ecotourists’ intrinsic motivation would increase the chances of revisiting the Soleiman-Tangeh region in the future.
- Elahe Heidari Boroujeni - FATEMEH FEHREST
Keywords : Ecotourism Motivation# Amotivation#Re-visit#Self-determination Theory#The Soleyman-Tangeh Regio ،
The Arbaeen foot-pilgrimage bears a prominent place in Iranians' religious beliefs. Facing numerous challenges, Arbaeen pilgrims set out this journey should the challenges are met. This study, therefore, deals with the challenges of Iranian pilgrims during the Arbaeen walk and the way they deal with the problem. The required data were collected through "ethnography", using "grounded theory" to analyze the data. To this end, 39 pilgrims who participated in Arbaeen 2018 walk were interviewed along the way to Karbala. The challenges regarding decision-making were summarized in the main category labeled as "the challenges regarding obstacles and lack of requirements". The challenges listed under the "the lack of requirements" includes: "travel expenses," "ability to walk," "finding the right (appropriate) fellow traveler", "providing a suitable time for travel", "the possibility of achieving the goal", "travel facilities like transportation, accommodation, food, health, familiarity with the way and destination". The major sub-categories of "obstacles challenges" include: "prohibition made by such actors as the government, employer, training centers, spouse, and parents", "conflicting interests derived from job commitment, child- care commitment, and social pressure generated by fellow citizens and commitment to them", and "feeling insecure".
Gholamreza Seddigh Oraei - mahdieh bagheri - Shahide Seddigh Oraei
Keywords : Pilgrimage#Arbaeen Walk#Pilgrimage#Decision Making#Religious action ،

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